Getting it wrong could cost you more than just money.
Creating commercial advertising requires creative skills that will set the advert apart from surrounding content.
Thinking outside the box to create advertisements that are true to the brand, as well as selling a product. Yet different enough to stand out is one thing. To remain within the law and the codes of practice are another. What seems such a good idea in the pub or the closed environment of the office, often falls flat when it reaches a dispassionate audience.
A recent advert, a very clever spoof of a popular TV program, Animal Hospital. Received no less than 250 complaints about the association of a commercial product with animal cruelty. While the advert was legal in all aspects, it still caused offence. These errors in judgement could become obvious if it is test marketed before release. The footage could then possibly be reused with a slight change of emphasis or re-editied to change the offending scenes.
Regrettably this is a stage often overlooked or dismissed as an unnecessary expense by far to many advertisers. The cost of testing is often far less than the costs associated with having your adverts withdrawn.
The advantages of using a professional agency is that they deal with these kind of issues all the time. They also kept up to date with various trends and topical issues through their professional associations and trade press. They can help in avoiding these situations by bringing years or decades of commercial experience to your advertising.
Gavin Bryan-Tansley Owner Vid-FX+
